February 11th 2025.
Zelonia Williams, the owner of Patches Custom Embroidery Works, is kicking off the month of February with a major transformation. The popular apparel business, located in Savannah, Georgia, has just opened its very first retail store inside the prestigious Oglethorpe Mall, just in time for Black History Month.
Williams had a powerful vision for her business - she wanted to create a space for women to feel inspired and express their creativity through fashion. She started out by setting up pop-up shops, but she knew that she wanted to take things to the next level by opening her own storefront.
"I wanted to create a business where women could truly express themselves through fashion," Williams shared in an interview with WOTC. "I remember seeing Rihanna at an event wearing a patch jacket and I was immediately drawn to it. As I zoomed in, I saw each individual patch and what it represented. It was such a powerful and efficient way to express oneself through clothing."
However, the journey to get to where she is today was not easy. Williams had to invest in workshops and classes to build her business, but unfortunately, these investments did not yield the results she had hoped for. Despite the challenges, she persevered.
"My motto is to always stay motivated and just keep pushing forward. I knew that if I had that determination and drive within myself, I could make anything happen. And I did. Despite the obstacles, I never let them stop me from bringing my vision to life," Williams explained.
At Patches, customers can find a wide range of customized patches and clothing to suit their individual style. While the brand specializes in camo and denim, Williams wants all women to feel empowered and confident when wearing her pieces. She also wants her products to send a powerful message to shoppers.
"Whether you're having a bad hair day or you just want to be left alone, our clothing says it all. We also have jackets that say 'you are here to win' because I truly believe that words have a powerful impact. You never know who you will inspire with your message," Williams stated.
With plans for expansion in the near future, Patches is making a name for itself as a new franchise with a focus on empowering Black women. This is in line with similar success stories, such as a Jamaican seamstress who recently opened her own storefront in Avon Park, Florida.
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